BMW Feed Your Restless. Campaign by Tether. BMW Motorcycles Logo.

Encouraging consumers to ride their own story, by Feeding Their Restless.

Up until now, BMW had never run TV to support their brand in the US. When they asked if we could create some compelling stories for that media—first, we wet our collective trousers at the opportunity—and second, we showed them TV is but one chapter in a much fuller, more engaging, and shareable story they should be telling.

  • BMW Motorcycles on the road. BMW Feed Your Restless campaign by Tether.
  • BMW Motorcycles going off-road. BMW Feed Your Restless campaign by Tether.
  • Close up shot of BMW Motorcycles and boots. BMW Feed Your Restless campaign by Tether.
  • BMW Motorcycles driving down the highway. BMW Feed Your Restless campaign by Tether.
  • Feed Your Restless notebook swag. BMW Feed Your Restless campaign by Tether. In store iPad display. BMW Feed Your Restless campaign by Tether.
  • Wherever did you get the idea you should feed your Restless reruns, steady streams of YouTube, or those all-to occasional cheese puffs? No. Restless prefers to dine on fistfuls of dirt. 47-degree rocky inclines. Icy streams. And views, larger than can be taken in by one set of eyes. That's how you keep Restless at bay. And that's how you keep it that way. Savvy?
  • Restless doesn't want to talk. Restless wants to go. In fact, Restless had to go. It's hungry for the Great Out There. Got it? So feed it a big ol' heapin' helping of twisty turns. A pile of straightaways and switchbacks. Maybe even a little redline stew, for kicks. Feed your restless before it up and starts feeding on you. Make sense?
  • Feeding your Restless ballroom dancing lessions, book group, or even the occasional 52-minute tromp down treadmill lane will only make it twitchy. Times ten. No. Restless has pointy teeth, see? It craves a steady diet of open road. Sun-streaked skies. And swapping stories with other wind-washed travelers. Keep that in mind, next time your Restless starts growling. Then toss it a bone, eh?
  • Along with four national spots designed to incite traffic at the head of the two-wheeled buying season, we proceeded to further the story of the “Feed Your Restless” call to arms with full color spread concepts pulled directly from the stories we were telling on TV. As well, we imagined an Instagram feed where fans could show others how they’re Feeding Their Restless. And a POP-laden dealer kit was conceived to go out to all 144 dealers across the US, explaining the program and showing them how to implement it.

  • Cowboy Coffee

    BMW Motorrad – :30 National TV

    BMW Cowboy Coffee commercial still. BMW Feed Your Restless campaign by Tether.
  • Boots

    BMW Motorrad – :30 National TV

    BMW Boots commercial still. BMW Feed Your Restless campaign by Tether.
  • Lunch

    BMW Motorrad – :30 National TV

    BMW Lunch commercial still. BMW Feed Your Restless campaign by Tether.
  • Feed Your Restless Mountain Spread. BMW Feed Your Restless campaign by Tether.
  • Feed Your Restless Desert Spread. BMW Feed Your Restless campaign by Tether.
  • Feed Your Restless Road Spread. BMW Feed Your Restless campaign by Tether.
BMW Motorcycles on the road. BMW Feed Your Restless campaign by Tether.

Along with four national spots designed to incite traffic at the head of the two-wheeled buying season, we proceeded to further the story of the “Feed Your Restless” call to arms with full color spread concepts pulled directly from the stories we were telling on TV. As well, we imagined an Instagram feed where fans could show others how they’re Feeding Their Restless. And a POP-laden dealer kit was conceived to go out to all 144 dealers across the US, explaining the program and showing them how to implement it.

BMW Motorcycles going off-road. BMW Feed Your Restless campaign by Tether.

Cowboy Coffee

BMW Motorrad – :30 National TV

BMW Cowboy Coffee commercial still. BMW Feed Your Restless campaign by Tether.
Close up shot of BMW Motorcycles and boots. BMW Feed Your Restless campaign by Tether.

Boots

BMW Motorrad – :30 National TV

BMW Boots commercial still. BMW Feed Your Restless campaign by Tether.
BMW Motorcycles driving down the highway. BMW Feed Your Restless campaign by Tether.

Lunch

BMW Motorrad – :30 National TV

BMW Lunch commercial still. BMW Feed Your Restless campaign by Tether.
Feed Your Restless notebook swag. BMW Feed Your Restless campaign by Tether. In store iPad display. BMW Feed Your Restless campaign by Tether. Feed Your Restless Mountain Spread. BMW Feed Your Restless campaign by Tether. Feed Your Restless Desert Spread. BMW Feed Your Restless campaign by Tether. Feed Your Restless Road Spread. BMW Feed Your Restless campaign by Tether.

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